It’s an idea fit for Ernest Hemingway.

Papa’s Pilar, the rum that bears the name of Ernest Hemingway’s famous fishing boat, has launched a new campaign to encourage ocean preservation.

Timed with World Oceans Day and Hemingway’s birthday, the campaign will see the company donate $1 to the Ocean Foundation every time a fan posts a photo of themselves enjoying a glass near the water.

Fans should use the #pilarpreserves hashtag to do so.

The Ocean Foundation’s mission is to protect, strengthen and reverse the trend of destruction on ocean environments around the world

Papa’s Pilar is owned in part by the Hemingway Estate; the latter donates 100 percent of their profits from Papa’s Pilar to charity.

The rum comes in a gold and a dark variety; it is a multiple-time winner of the Caribbean Journal Rum Awards.

— CJ